Coachella is a booming business

The festival has become more and more of a competition style wise where the boho-chic outfits are the official dress code in order to be as Instagramable as possible.

Coachella has established itself as a weekender’s playground for au courant Los Angelenos, a certain “Coachella style” has emerged, one that is deeply rooted in Desert Valley bohemian mythologies and an amorphous concept of “being free” (Jezebel)

Brands courting Millennials

Music festivals are attracting a very hard to reach audience: the affluent millennials. Millennials grew up and suddenly have disposable income and prefer to spend money on experiences rather than things.

Today, millennials make up 25% of the U.S. population (that’s 77 million people), and their economic spending power is $1.3 trillion dollars, In order to sell millennials on a product, concept or service, marketers have to connect with them on an emotional level that aligns with their complex value sets surrounding socioeconomic conditions and new cultural norms. (Mashable)

Luxury brands like DVF, Jimmy Choo, Saint Laurent and Maison Margiela started focusing on the young consumers, spending tons of money in new tech marketing programs.

“Starting with the awareness of festival-themed products, to well executed where to buy mobile programs and targeted social media efforts.”(Luxury Marketing.)

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These music festivals have become a big millennials Lab where brands learn how to connect with them.

It’s funny to see how Coachella transformed into a big American Apparel advertisement over the years considering how it began : a relatively low-key 2-day music scene for “independent/underground”.

PS : What’s about THAT ?!? When does Madonna stop acting like a 50 years old Miley Cyrus !!!